US Digital Users: The eMarketer Forecast for 2016 - eMarketer

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US Digital Users: The eMarketer Forecast for 2016

eMarketer Report

By: eMarketer

Published: February 29, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Internet usage is pervasive in the US, with eight in 10 people now going online regularly. But consumers’ digital lifestyle has evolved into a multidevice experience, with mobile devices playing a prominent role in 2016.

  • eMarketer expects nearly 93% of US internet users will go online regularly via a mobile device in 2016. This audience will grow to 96.4% of all internet users by 2020.
  • There is a growing number of individuals in the US who only use mobile devices to go online. eMarketer estimates that roughly 12% of total internet users—or 31.1 million people—will use just a mobile device to visit the web in 2016. This mobile-dependent audience will grow to 41.6 million, or nearly 15% of the entire digital audience, by 2020. Marketers targeting this audience must have a mobile presence if they want to successfully reach them.
  • The vast majority of internet users will still access the web through both a traditional PC and a mobile device. Roughly four out of five internet users will be dual desktop and mobile device users over the next few years.
  • Consumer ownership of digital technology has reached mass-market proportions. More than half of the US population uses smartphones on a regular basis, and eMarketer expects the same for tablets in 2016. Smartphone users will account for nearly 64% of the population this year, while those who use tablets will represent 51.4% of all people in the US.
  • Consumption of social networking, digital video, music and gaming is growing at a fast clip online through mobile devices, mainly driven by the growing number of smartphone users.

"Over 31 million US internet users will only go online via a mobile device in 2016. Mobile-only internet users surpassed desktop-only internet users in 2015 and will continue to grow, reaching 41.6 million by 2020."

Table of Contents

Internet Users

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Mobile Phone and Smartphone Users

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Tablet Users

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Ereader Users

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Social Network Users

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Digital Video Viewers

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Digital Music Listeners

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Digital Gamers

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Complete Forecast

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213 charts are included in the full report:

US Digital Users: The eMarketer Forecast for 2016

US Internet Users, by Device, 2014-2020 (millions)

Internet Users

US Internet Users and Penetration, 2014-2020 (millions, % of population and % change)

Mobile Phone and Smartphone Users

US Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of population)

Smartphone Users

US Smartphone Users and Penetration, 2014-2020

Tablet Users

US Tablet Users and Penetration, 2014-2020 (millions, % of internet users and % of population)

Ereader Users

US Ereader Users and Penetration, 2014-2020

Social Network Users

US Social Network Users and Penetration, 2014-2020 (millions, % change, % of internet users and % of population)

Facebook Users

US Facebook Users and Penetration, 2014-2020 (millions and % of population)

Twitter Users

US Twitter Users and Penetration, 2014-2020

Digital Video Viewers

US Digital Video Viewers and Penetration, 2014-2020

Complete Forecast

US Internet Users and Penetration, 2014-2020 (millions, % of population and % change)

US Internet Users and Penetration, by Device, 2014-2020

US Internet Users, by Device, 2014-2020 (millions, % change and % of total internet users)

US Internet Users, by Device, 2014-2020 (millions)

US Internet Users, by Age, 2014-2020 (millions and % change)

US Internet User Penetration, by Age, 2014-2020 (% of population in each group)

US Internet User Share, by Age, 2014-2020 (% of total)

US Internet Users and Penetration, by Gender, 2014-2020

US Adult Internet Users, by Gender, 2014-2020

US Child/Teen Internet Users and Penetration, by Gender, 2014-2020

US Internet Users, by Race/Ethnicity, 2014-2020 (millions and % change)

US Internet User Penetration, by Race/Ethnicity, 2014-2020 (% of population in each group)

US Internet User Share, by Race/Ethnicity, 2014-2020 (% of total)

US Mother Internet Users and Penetration, 2014-2020

US Total Broadband Households and Subscriptions, 2014-2020

Search, Email and Blog Users

US Search Users and Penetration, 2014-2020

US Search Users and Mobile Phone Search Users, 2015 & 2020 (millions)

US Mobile Phone Search Users and Penetration, 2014-2020

US Smartphone Search Users and Penetration, 2014-2020

US Email Users and Penetration, 2014-2020

US Blog Readers and Penetration, 2014-2020

US Bloggers and Penetration, 2014-2020

US Mother Blog Readers, 2014-2020

US Mother Bloggers, 2014-2020

Mobile Connections

US Mobile Connections, 2014-2020 (millions, % change and % of population)

Mobile Phone Users

US Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of population)

US Mobile Phone Users, by Age, 2014-2020 (millions)

US Mobile Phone User Share, by Age, 2014-2020 (% of total)

US Mobile Phone User Penetration, by Age, 2014-2020 (% of population in each group)

US Mobile Phone User Growth, by Age, 2014-2020 (% change)

US Mobile Phone Users, by Race/Ethnicity, 2014-2020 (millions)

US Mobile Phone User Penetration, by Race/Ethnicity, 2014-2020 (% of population in each group)

US Mobile Phone User Share, by Race/Ethnicity, 2014-2020 (% of total)

US Mobile Phone User Growth, by Race/Ethnicity, 2014-2020 (% change)

US Mobile Phone User Metrics, by Gender, 2014-2020

Mobile Phone Internet Users

US Mobile Phone Internet Users and Penetration, 2014-2020

US Mobile Phone Internet User Penetration, by Age, 2014-2020 (% of mobile phone users in each group)

US Mobile Phone Internet Users, by Age, 2014-2020 (millions)

US Mobile Phone Internet User Share, by Age, 2014-2020 (% of total)

US Mobile Phone Internet User Growth, by Age, 2014-2020 (% change)

US Mobile Phone Internet Users, by Race/Ethnicity, 2014-2020 (millions)

US Mobile Phone Internet User Penetration, by Race/Ethnicity, 2014-2020 (% of mobile phone users in each group)

US Mobile Phone Internet User Share, by Race/Ethnicity, 2014-2020 (% of total)

US Mobile Phone Internet User Growth, by Race/Ethnicity, 2014-2020 (% change)

US Mobile Phone Internet User Metrics, by Gender, 2014-2020

Smartphone Users

US Smartphone Users and Penetration, 2014-2020

US Smartphone Users, by Age, 2014-2020 (millions)

US Smartphone User Penetration, by Age, 2014-2020 (% of mobile phone users in each group)

US Smartphone User Share, by Age, 2014-2020 (% of total)

US Smartphone User Growth, by Age, 2014-2020 (% change)

US Smartphone Users, by Race/Ethnicity, 2014-2020 (millions)

US Smartphone User Penetration, by Race/Ethnicity, 2014-2020 (% of mobile phone users in each group)

US Smartphone User Share, by Race/Ethnicity, 2014-2020 (% of total)

US Smartphone User Growth, by Race/Ethnicity, 2014-2020 (% change)

US Smartphone User Metrics, by Gender, 2014-2020

Smartphone Users, by OS

US Smartphone User Share, by OS, 2014-2016 (% of total)

Tablet Users

US Tablet Users and Penetration, 2014-2020 (millions, % of internet users and % of population)

US Tablet Users and Penetration, 2014-2020

US iPad Users and Penetration, 2014-2020

US Tablet Users, by Age, 2014-2020 (millions and % change)

US Tablet User Penetration, by Age, 2014-2020 (% of internet users and % of population in each group)

US Tablet User Share, by Age, 2014-2020 (% of total)

US Tablet Users and Penetration, by Select Generation, 2014-2020

US Tablet Users, by Race/Ethnicity, 2014-2020 (millions and % change)

US Tablet User Penetration, by Race/Ethnicity, 2014-2020 (% of internet users and % of population in each group)

US Tablet User Share, by Race/Ethnicity, 2014-2020 (% of total)

US Tablet User Metrics, by Gender, 2014-2020

US Tablet Internet Users and Penetration, 2014-2020 (millions, % change and % of tablet users)

Smartphone and Tablet Users

US Smartphone and Tablet Users, 2014-2020 (millions)

US Dual Smartphone and Tablet Users and Penetration, 2014-2020

US Tablet or Smartphone Users, 2014-2020 (millions)

US Tablet Users Who Do Not Use a Smartphone, 2014-2020 (millions, % change and % of tablet users)

US Smartphone Users Who Do Not Use a Tablet, 2014-2020 (millions, % change and % of smartphone users)

Ereader Users

US Ereader Users and Penetration, 2014-2020

US Ereader Users, by Age, 2014-2020 (millions and % change)

US Ereader User Penetration, by Age, 2014-2020 (% of internet users and % of population in each group)

US Ereader User Share, 2014-2020 (% of total)

US Ereader Users and Penetration, by Select Generation, 2014-2020

US Ereader Users, by Race/Ethnicity, 2014-2020 (millions and % change)

US Ereader User Penetration, by Race/Ethnicity, 2014-2020 (% of internet users and % of population in each group)

US Ereader User Share, by Race/Ethnicity, 2014-2020 (% of total)

US Ereader Users and Penetration, by Gender, 2014-2020

Social Network Users

US Social Network Users and Penetration, 2014-2020 (millions, % change, % of internet users and % of population)

US Mobile Phone Social Network Users and Penetration, 2014-2020

US Smartphone Social Network Users and Penetration, 2014-2020

US Tablet Social Network Users and Penetration, 2014-2020

US Social Network Users, by Device, 2014-2020 (millions, % change and % of total social network users)

US Social Network Users, by Device, 2014-2020 (millions)

US Social Network Users, by Age, 2014-2020 (millions and % change)

US Social Network User Penetration, by Age, 2014-2020 (% of internet users in each group)

US Social Network User Share, by Age, 2014-2020 (% of total)

US Social Network User Metrics, by Gender, 2014-2020

US Social Network Users, by Race/Ethnicity, 2014-2020 (millions and % change)

US Social Network User Penetration, by Race/Ethnicity, 2014-2020 (% of internet users in each group)

US Social Network User Share, by Race/Ethnicity, 2014-2020 (% of total)

US Social Network Users and Penetration, by Platform, 2014-2020 (millions, % change and % of population)

Facebook Users

US Facebook Users and Penetration, 2014-2020 (millions and % of population)

US Facebook Users and Penetration, 2014-2020

US Mobile Phone Facebook Users and Penetration, 2014-2020

US Smartphone Facebook Users and Penetration, 2014-2020

US Tablet Facebook Users and Penetration, 2014-2020 (millions, % change and % of tablet users)

US Facebook Users, by Device, 2014-2020 (millions, % change and % of total Facebook users)

US Facebook Users, by Device, 2014-2020 (millions)

US Facebook Users, by Age, 2014-2020 (millions and % change)

US Facebook User Penetration, by Age, 2014-2020 (% of internet users in each group)

US Facebook User Share, by Age, 2014-2020 (% of total)

US Facebook User Metrics, by Gender, 2014-2020

US Facebook Users, by Race/Ethnicity, 2014-2020 (millions and % change)

US Facebook User Penetration, by Race/Ethnicity, 2014-2020 (% of internet users in each group)

US Facebook User Share, by Race/Ethnicity, 2014-2020 (% of total)

Twitter Users

US Twitter Users and Penetration, 2014-2020

US Mobile Phone Twitter Users and Penetration, 2014-2020

US Smartphone Twitter Users and Penetration, 2014-2020

US Tablet Twitter Users and Penetration, 2014-2020 (millions, % change and % of tablet users)

US Twitter Users, by Device, 2014-2020 (millions, % change and % of total Twitter users)

US Twitter Users, by Device, 2014-2020 (millions)

US Twitter Users, by Age, 2014-2020 (millions and % change)

US Twitter User Penetration, by Age, 2014-2020 (% of internet users in each group)

US Twitter User Share, by Age, 2014-2020 (% of total)

US Twitter User Metrics, by Gender, 2014-2020

US Twitter Users, by Race/Ethnicity, 2014-2020 (millions and % change)

US Twitter User Penetration, by Race/Ethnicity, 2014-2020 (% of internet users in each group)

US Twitter User Share, by Race/Ethnicity, 2014-2020 (% of total)

Instagram Users

US Instagram Users and Penetration, 2014-2020 (millions, % change and % of population)

US Instagram Users and Penetration, 2014-2020 (millions, % change, % of mobile phone users and % of smartphone users)

US Mobile Phone Instagram Users and Penetration, 2014-2020 (millions, % change and % of mobile phone users)

US Smartphone Instagram Users and Penetration, 2014-2020 (millions, % change and % of smartphone users)

US Instagram Users, by Age, 2014-2020 (millions)

US Instagram User Penetration, by Age, 2014-2020 (% of smartphone users in each group)

US Instagram User Penetration, by Age, 2014-2020 (% of social network users in each group)

US Instagram User Share, by Age, 2014-2020 (% of total)

US Instagram User Growth, by Age, 2014-2020 (% change)

US Adult Instagram Users and Penetration, 2014-2020

US Instagram User Metrics, by Gender, 2014-2020

US Instagram User Growth, by Gender, 2014-2020 (% change)

Pinterest Users

US Pinterest Users and Penetration, 2014-2020 (millions, % change and % of internet users)

US Pinterest Users and Penetration, 2014-2020

US Pinterest Users, by Age, 2014-2020 (millions and % change)

US Pinterest User Penetration, by Age, 2014-2020 (% of internet users in each group)

US Pinterest User Share, by Age, 2014-2020 (% of total)

US Pinterest User Metrics, by Gender, 2014-2020

Tumblr Users

US Tumblr Users and Penetration, 2014-2020

US Tumblr Users, by Age, 2014-2020 (millions and % change)

US Tumblr User Penetration, by Age, 2014-2020 (% of internet users in each group)

US Tumblr User Share, by Age, 2014-2020 (% of total)

US Tumblr User Metrics, by Gender, 2014-2020

Digital Video Viewers

US Digital Video Viewers and Penetration, 2014-2020

US Mobile Phone Video Viewers and Penetration, 2014-2020

US Smartphone Video Viewers and Penetration, 2014-2020

US Tablet Video Viewers and Penetration, 2014-2020

US Digital Video Viewers, by Device, 2014-2020 (millions, % change and % of total digital video viewers)

US Digital Video Viewers, by Device, 2014-2020 (millions)

US Digital Video Viewers, by Age, 2014-2020 (millions and % change)

US Digital Video Viewer Penetration, by Age, 2014-2020 (% of internet users in each group)

US Digital Video Viewer Share, by Age, 2014-2020 (% of total)

US Digital TV Viewers, 2014-2020 (millions, % change and % of population)

US Digital Video Viewers and Penetration, TV vs. Movie, 2014-2020

US Digital TV* and Movie** Viewers and Penetration, 2014-2020

Digital Gamers

US Online Console Gamers and Penetration, 2014-2020

US Social Gamers and Penetration, 2014-2020

US Online Casual Gamers and Penetration, 2014-2020

US Mobile Phone Gamers and Penetration, 2014-2020

US Smartphone Gamers and Penetration, 2014-2020

US Tablet Gamers and Penetration, 2014-2020

Digital Music Listeners

US Monthly Digital Radio Listeners and Penetration, 2014-2020

US Monthly Adult Digital Radio Listeners and Penetration, 2014-2020

US Weekly Digital Radio Listeners and Penetration, 2014-2020

US Weekly Adult Digital Radio Listeners and Penetration, 2014-2020

US Mobile Phone Music Listeners and Penetration, 2014-2020

US Smartphone Music Listeners and Penetration, 2014-2020

US Tablet Music Listeners and Penetration, 2014-2020

Millennial Digital Users

US Millennial Internet Users and Penetration, 2014-2020 (millions, % change and % of millennial population)

US Millennial Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of millennial population)

US Millennial Mobile Phone Internet Users and Penetration, 2014-2020 (millions, % change and % of millennial mobile phone users)

US Millennial Smartphone Users and Penetration, 2014-2020 (millions, % change and % of millennial mobile phone users)

US Millennial Social Network Users and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

US Millennial Facebook Users and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

US Millennial Twitter Users and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

US Millennial Instagram Users and Penetration, 2014-2020 (millions, % change and % of millennial smartphone users)

US Millennial Pinterest Users and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

US Millennial Tumblr Users and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

US Millennial Digital Video Viewers and Penetration, 2014-2020 (millions, % change and % of millennial internet users)

Gen X Digital Users

US Gen X Internet Users and Penetration, 2014-2020 (millions, % change and % of Gen X population)

US Gen X Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of Gen X population)

US Gen X Mobile Phone Internet Users and Penetration, 2014-2020 (millions, % change and % of Gen X mobile phone users)

US Gen X Smartphone Users and Penetration, 2014-2020 (millions, % change and % of Gen X mobile phone users)

US Gen X Social Network Users and Penetration, 2014-2020 (millions, % change and % of Gen X internet users)

US Gen X Facebook Users and Penetration, 2014-2020 (millions, % change and % of Gen X internet users)

US Gen X Twitter Users and Penetration, 2014-2020 (millions, % change and % of Gen X internet users)

US Gen X Instagram Users and Penetration, 2014-2020 (millions, % change and % of Gen X smartphone users)

US Gen X Pinterest Users and Penetration, 2014-2020 (millions, % change and % of Gen X internet users)

US Gen X Tumblr Users and Penetration, 2014-2020 (millions, % change and % of Gen X internet users)

Baby Boomer Digital Users

US Baby Boomer Internet Users and Penetration, 2014-2020 (millions, % change and % of baby boomer population)

US Baby Boomer Mobile Phone Users and Penetration, 2014-2020 (millions, % change and % of baby boomer population)

US Baby Boomer Mobile Phone Internet Users and Penetration, 2014-2020 (millions, % change and % of baby boomer mobile phone users)

US Baby Boomer Smartphone Users and Penetration, 2014-2020 (millions, % change and % of baby boomer mobile phone users)

US Baby Boomer Social Network Users and Penetration, 2014-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Facebook Users and Penetration, 2014-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Twitter Users and Penetration, 2014-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Instagram Users and Penetration, 2014-2020 (millions, % change and % of baby boomer smartphone users)

US Baby Boomer Pinterest Users and Penetration, 2014-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Tumblr Users and Penetration, 2014-2020 (millions, % change and % of baby boomer internet users)

US Baby Boomer Digital Video Viewers and Penetration, 2014-2020 (millions, % change and % of baby boomer internet users)